Vice's 2007-2015 Era

Oh, Vice. Vice Media started over thirty years ago now, as a magazine based out of Montreal. Suroosh Alvi and Gavin McInnes, that is the very same Gavin McInnes that founded the proud boys, came together to take on Montreal's alternative cultural scene. As Montreal's scene grew, so did the magazine — and following a four million dollar investment, they relocated to Williamsburg.

Things really picked up a few years later when at the advice of Spike Jonze, Vice pivoted to video. Their work gained a tremendous amount of momentum and ended up as the genesis for a host of sub brands such as Motherboard (tech), Noisey (music), Munchies (food), Vice News, Vice Sports and The Creators Project.

The Vice News project exploded following a 40 million dollar investment from Rupert Murdoch's 21st Century Fox. Emmys were won, the BBC claimed they were playing catch up to Vice and the company relocated many blocks south to the former home of DIY venue 285 Kent (adding a note here to remind myself to make a collection of beloved bygone DIY venues).

Things took a turn for the worse in late 2017 and have been spiraling out of control since. A tale as old as time, Vice once was on top of the world but bit off so much more than they could chew.